Nobody expects to avoid advertising anymore. But now that we have more control over how we’re advertised to, and a megaphone with which to broadcast our feelings about it, we expect more from advertisers. Bring Your “A” game.

Data can tell you almost everything. But it can’t tell you what to do. Be sure to always ask “So what?” at the end of an analytics report. Actually, ask “So what?” at the end of any report.

If you didn’t think an experience all the way through, it will be instantly apparent to your users, though they might not be able to tell you why. They’ll just go somewhere else.

Humans don’t speak SEO. Find a balance.

Disappointing metrics are not a sign of failure. They are a roadmap to success.

Digital can do a lot, but it can’t do everything.

If it feels right, it probably is. If it feels scary, keep pushing. You may be on to something.

There is a subtle line between strategy and tactics. If you have to ask what the difference is, you’re not thinking strategically enough.